Although the data are inputs for market research, it is recognized that the categories of discipline and approach that the research assumes, play a unique role in the process of scientific work. Therefore, questions such as: what is the methodological importance of categories in market research? and What are the main approaches in the market research process? define the topic in this publication, which explains the value methodological categories in market research and the approaches available to the marketing specialist in the research process. It is concluded that the marketing specialist finds in the categories and approaches a methodological value to orientate the research, from the approach of the problem to the interpretation of data, explanation of facts, among others.